Explosive Growth of K-pop Fan Culture in the Philippines, Japan, and Beyond... Expansion of Podcasts and Immersive Experiences

K-pop is evolving beyond being merely a musical genre to become a global lifestyle phenomenon. In key Asian markets such as the Philippines and Japan, fan engagement content and experiential spaces are surging rapidly, expanding the boundaries of fandom from online streaming to offline experiences. The American media company BuzzFeed launched a podcast dedicated to K-pop fan culture in October titled “Phone A Fangirl.” Hosted by Joyce Louis-Jean and Lindsay Webster, the show features fans sending voice messages that are directly connected to K-pop idols. Each episode invites different idols as guests, who respond to questions known only to fans. Popular groups including TOMORROW X TOGETHER, ZEROBASEONE, Mingyu, Scoups, KAI, BOYNEXTDOOR, and P1Harmony will participate in the first season. The K-pop craze is even more pronounced in the Philippines. According to Spotify’s data, the Philippines is one of the top 5 countries for K-pop streaming, with songs by BTS, BLACKPINK, Stray Kids, SEVENTEEN, and NewJeans being streamed millions of times daily. The Filipino Gen Z enjoys K-pop not just by listening to music, but also by learning choreography, collecting merchandise, participating in fan communities, and celebrating idols’ birthdays as community events. Psychological studies show that fans form “para-social relationships” with their idols. Although these are one-sided relationships, they can provide emotional support and comfort. Idols who openly discuss mental health and self-doubt, such as BTS’s RM, serve as role models for emotional authenticity. K-pop’s emotional storytelling resonates with the psychology of the Filipino Gen Z. Filipino culture tends to be open about expressing emotions and enjoys drama, and K-pop’s narratives on themes like friendship, failure, self-discovery, and resilience evoke strong emotional connections among fans. Additionally, the training process of K-pop idols inspires the Filipino Gen Z. K-pop singers typically undergo 8 to 10 years of intense practice before debuting, practicing dance, vocals, and media skills daily. Growing up in a culture with high expectations, the Filipino Gen Z admires this discipline and develops a strong belief in the importance of hard work. In the Japanese market, K-pop makeup is driving beauty trends. The Japanese cosmetics market is currently experiencing a “petit price” craze, referring to products that are affordable—under 2,000 yen (approximately 20,000 Korean won)—yet of high quality. According to Japan’s largest cosmetics website, Etcosme, 54% of the selected products fall under this petit price category. It is particularly popular among price-sensitive Japanese teenagers and young adults. The trend of imitating the makeup of Korean idols and celebrities is fueling this demand. According to the import statistics of the Japan Importers Association in 2021, imports of Korean cosmetics increased by 26.4% compared to the previous year, ranking second only to France, with a gap of only 1.6 billion yen (approximately 17 billion Korean won). A 2021 Japanese market survey showed that people in their 10s, 20s, and 30s all reported using more Korean cosmetics than the previous year. Notably, there is a growing trend known as “dokan gokko,” which involves experiencing Korean culture as if traveling to Korea. With beauty now included in this category, tips on K-pop idol makeup and Korean products are being featured across various media outlets. This trend, combined with K-pop makeup trends, continues to drive up consumption of Korean cosmetics. In Singapore, K-pop fan experience content is expanding on a large scale. “K-pop Idol Immersive Studio,” launched by iWAN Studio, is Singapore’s first large-scale immersive experience space for Korean idols. Spanning 3,000 square feet, this studio allows fans to transform into K-pop idols. The experience package includes full makeup, hairstyling, one set of idol costumes (optional), and accessories and shoes. The costume options are precise replicas of those worn by famous K-pop idols, with male idol outfits also available, enabling participation from both genders. The hairstyling and makeup process takes about 45 minutes, during which stylists recommend costumes and makeup tailored to visitors’ skin tones and body types while respecting personal preferences. The studio settings range from the classroom set of the Korean variety show “Knowing Bros” to fan signing events, appearances by K-variety guests, red carpet ceremonies, and stage performances. Fans can take photos against various immersive backdrops, giving them an experience similar to attending a real concert. Prices start at $29, with an emphasis also placed on community experiences among fans. This global expansion of fan culture is creating new business models for the K-pop industry. As fan engagement deepens through podcasts, beauty products, experiential spaces, and other mediums, K-pop is establishing itself not just as a music industry but also as a lifestyle industry. Especially as generations accustomed to online streaming increasingly prefer offline experiences, the trend of turning “dokjang” into real-world experiences is accelerating.